The Role of Viral Marketing in Social Media on Brand Recognition and Preference

Wilert Puriwat,Suchart Tripopsakul

doi:10.28991/esj-2021-01315

Wilert Puriwat, Suchart Tripopsakul

Open Access

https://doi.org/10.28991/esj-2021-01315

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Abstract

Viral marketing is one of the most effective and imperative marketing strategies. The prominence of digital technology and social media has elevated the importance of viral marketing campaigns by increasing their cost efficiency and enabling them to reach targeted audiences rapidly. This study aimed to examine the influence of viral marketing strategies on brand recognition and brand preference by developing a framework for the effectiveness of viral marketing (7I’s) in social media contexts and testing the associations among the 7I’s, brand recognition and brand preference. A quantitative research method with a structured questionnaire as the research tool was employed to collect data from a total of 286 respondents in Thailand. Structural equation modelling (SEM) was utilized to test the proposed hypotheses. The results showed that effective viral marketing relates positively to brand recognition (b = 0.440) and preference (b = 0.298). The mediation analysis also revealed that brand recognition partially mediates the relationship between effective viral marketing and brand preference. In terms of the moderating effects, the results indicated a stronger influence for effective viral marketing on brand preference among younger respondents (b = 0.336) than among older respondents (b = 0.278). This research makes a significant contribution to the existing literature by validating a theory-driven framework based on the novel concept of the 7I’s and its potential effect on customers’ brand perceptions. Doi: 10.28991/esj-2021-01315 Full Text: PDF

Highlights

Like viruses, viral marketing facilitates the swift and transformative spread of information across millions of people [1]
The results indicated that branding elements lower the credibility of the content in viral marketing messages and sometimes cause negative consumer perceptions to emerge
Only limited research has examined the elements of successful viral marketing campaigns

Summary

Introduction

Viral marketing facilitates the swift and transformative spread of information across millions of people [1]. Viral marketing is sometimes referred to as word-of-mouth communication To this concept, Klopper (2002) added the notion of ‘word of mouse’, suggesting that in the rapidly expanding digital environment, word-of-mouth communication spreads because the message appeals to the first recipient, who, in turn, sends the message to others via technological communication channels, such as email, texting, instant messaging and personal digital assistants (PDAs) [2]. Klopper (2002) added the notion of ‘word of mouse’, suggesting that in the rapidly expanding digital environment, word-of-mouth communication spreads because the message appeals to the first recipient, who, in turn, sends the message to others via technological communication channels, such as email, texting, instant messaging and personal digital assistants (PDAs) [2] These channels have accelerated the dissemination of information and opinions over the past decade [3]. Because people are 90% more likely to trust and make purchases from brands recommended by friends, word-of-mouth marketing impressions account for five times the number of sales driven by paid media impressions [7]

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